Apple Inc 2010 Essay

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Definition :

Profitable Growth, a term most often used by CEOs when describing their firm's strategic objective.
Profitable growth is the combination of profitability and growth, more precisely the combination of Economic Profitability and Growth of Free cash flows.
Profitable growth is aimed at seducing the financial community; it emerged in the early 80’s when shareholder value creation became firms’ main objective.

Profitable Growth stresses that Profitability and Growth should be jointly achieved. It is a break from previous firms’ development models which advocated growth at first to achieve economies of scale and then profitability (see BCG Growth-share matrix).

The Profitable Growth Paradox

Profitable Growth hides in fact a contradiction in terms, one often speaks of the Profitable Growth paradox. Most growth investment will at first reduce the profitability, cost reduction efforts to boost the bottom line usually have a negative impact on future growth. This is especially true with mature products or services. The only way out of the Profitable Growth paradox is through innovation. It concerns not only technical innovation but mainly business model innovation, a new product-market space where there is no competition (see Blue Ocean Strategy). An interesting piece of research by the BCG shows that no business model is able to achieve a sustainable competitive advantage for more than 10 years.

Economic Profitability

Economic Profit is the residual wealth calculated by deducting the cost of capital from the firm’s operating profit. It is defined as: Net Operating Profit After Taxes (NOPAT) - Cost of Capital Employed